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SEO for dummies

SEO for dummies

What are the no-brainer steps to getting your website to rank?

Create Content

Create text-based content early and often. Google likes freshness and will reward your website when new words and pages appear frequently. Make content around the keywords you want to rank for. If the content is good, the next section becomes infinitely easier. People will share your content if it’s valuable, earning you valuable backlinks and traffic. Not rocket science.

Backlinks

Google likes when other websites link to your website, but not all links are treated equally. Many major websites insert “nofollow” tags on links that direct off of their own domain – a strategy to retain SEO juice. “nofollow” links aren’t useless, but they’re not as impactful as links that are follow eligible. Facebook, Twitter, Quora, and Wikipedia are all nofollow. Reddit is generally nofollow, but popular posts are rewarded as follow eligible.

Keyword Optimization

Put the keywords you want to rank for all over the place. Headers, titles, page URL, hosted image URLs and image meta descriptions. Balance an aggressive approach with not sounding like an SEO spam robot.

Set realistic goals

Make sure that your keyword goals are attainable. For you to see search traffic, you need to rank on page 1. Is your target keyword broad and generic, and are the incumbent ranking pages from legitimate heavy hitters? Unlikely to crack page 1 unless you’re also a heavy-hitter with a broad backlink profile.

 

DRAFT Promo Code

DRAFT Promo Code

So I work at DRAFT – a fantasy sports company. We run daily, weekly and season-long fantasy leagues for football, basketball, baseball, hockey and golf. My role there is on the marketing side where I run a few of our paid marketing channels like Facebook and Apple Search and help out with the affiliate and partnership side as well.

We run a lot of offline advertising, and we like to track which ads work and which ads don’t work so we know what we need to do more of and what we need to pull back from. To track offline channels, we use promo codes.

Use the promo code BESTPROMOCODE on DRAFT.com.

The issue with advertising promo codes to solve your attribution problem is that it creates a new attribution problem.

Users have a tough time remembering promo codes they hear in advertising, so when they go to sign up for your product and see the prompt to enter a promo code, they go search Google for one. If you have affiliates that create content about your product, they’ll rank for your branded terms like what we see for DRAFT Promo Code. We pay these affiliates for referrals, but we want the referrals we’re paying for to be truly incremental and not siphoned off at the finish line.

There are a few ways to attack the issue and capture more of your branded traffic, but it essentially comes down to disallowing the behavior through your affiliate terms or contracts and flat outranking the affiliates for the desirable terms.

At DRAFT, we’ve built a page to capture DRAFT Promo Code search traffic that gives our best sign-up offer. You’ll get a free $3 Entry on your first deposit and a money back guarantee on your 1st entry.

You can also use promo code DPC2018.

It’s a genuine offer, and the strategy to rank for the term works. Users are happy to sign up directly through us as long as they know they’re getting the best deal.

 

Influencer Marketing Best Practices: What I learned working with Athletes for FanDuel

Influencer Marketing Best Practices: What I learned working with Athletes for FanDuel

The book on influencer marketing doesn’t exist. The space is littered with advertisers scrambling to generate results with influencers that aren’t natural endorsers. Given influencer marketing’s frenzied growth, this disconnect is understandable. I’ve spent a lot of time in this space over the last few years and have ironed out strategies that set the table for influencers to drive successful integrations and build lasting relationships with brands. Done the right way, influencer marketing can generate serious ROI for advertisers, substantial and sustainable income for influencers, and deep engagement with brands and influencers that audiences care about.

How can influencers make it happen?

  1. Use the product.

Authenticity is crucial, and influencers can establish it by telling personalized stories about the product.

  1. Promote relevant products.

Introducing relevant products builds trust with the audience. Over time, they’ll develop the habit of engaging with the brands because they’re consistently relevant to them. Advertisers will get great results working with influencers with that level of engagement, and will look to extend those relationships long-term.

  1. Educate concisely.

The audience is listening, and they want to know why they should use the product introduced. Get to the core of the product’s value proposition and make sure the audience knows what it’s all about within 30 seconds or risk losing their attention.

  1. Create custom content.

Strive for native integration and personalized promotions. Something as simple as a co-branded landing page signals a deep level of integration and reinforces the connection between the brand and the influencer.

  1. Demo the product live.

Walk the audience through the experience and visually drive home all of its benefits. Really highlight the best aspects of the product.

  1. Make a smart offer.

Make an offer that capitalizes on the strengths and interests of the audience. Do they go crazy for free things? Offer a free trial. Do they love competing with each other or the influencer? Host a private event. Do they want experiential prizes? Give them a chance to win a trip to a relevant event just for signing up.

  1. Prove it.

Digital brands are data-driven and careful with their budgets. It’s common for them to run small trial campaigns and push for performance compensation models like cost per action (CPA) or revenue share. If an influencer loves a product, they should be flexible to prove their value to the advertiser before locking in to a long-term deal. Be flexible at first, and learn from a trial window and establish a track record if the brand has cold feet.

To illustrate here are some of the sponsorships I ran at FanDuel:

When Wiz Khalifa posts on social media, he’s straight to the point. Why break from that for his endorsements? We didn’t. And despite the lack of information, this post worked very well.

Chris Paul promoting fantasy football? Why not. Especially when he’s got a great picture playing quarterback in street clothes.

Antonio Brown’s on fire as the league’s best receiver. He’s a bold personality so we used a bold picture from a bold photoshoot.

Michael Vick personalized his ad with a short video calling out his fans to play in his league and topped it off with a laser pass down the field.

Floyd Mayweather has a lot of expensive toys and his fans (and haters) gawk over them constantly. In our ads with him we went with more of the same, using aspirational imagery with the allure of big cash prizes. Killer combo.

Want to talk to Frank? Add him on LinkedIn.